Hi, the Moz fans. I'm Rebecca Cancino. I'm a partner in Onward, and I lead the content strategy and design of the user experience. Today I am here to talk about how to support the data you have, your data by keyword, data about intends to research, analysis interviews with the user in real life .

Thus, recently, Rand spoke a little about the relationship between the design of the user experience and SEO, whether managing tensions between the two or the importance of understanding the customer's purchase path. He said that to understand this path, we need to talk to real people. We have to do interviews, either talking to actual users or maybe just people within your company who have an understanding of psychographics and demographics of your target audience, so that people like business people and representatives of customer service.

Now, maybe you are a marketer based super data and you did not feel the need to talk to real people and doing interviews in the past, or maybe you made interviews of users and you have found that you got a bunch of obvious ideas and it was a huge waste of time and money.

I am here to tell you that the coupling data with actual interviews will always give you better results. But having talks that are useful can be a little tricky. The interviews that you are as good as the questions you ask and the approach you take. So I want to make sure you're all set and ready to have very good user interviews. All it takes is a little practice and preparation.

It is useful to think like that. Thus, the data is sort of tell us what happened. It can tell us about online behavior, things like keywords, the volume of keywords, search intent. We can use tools like KeywordTool.io or Ubersuggest or even keywords Explorer Moz, to begin to understand.

We can watch our analysis, entry and exit pages, bounces, pages that receive a lot of views, all the really important stuff and we can learn a lot from him. But with our interviews, we learn about is why

This is the stuff that the data online just can not say. This is about these behaviors offline, emotions, beliefs, attitudes and behaviors that drive them ultimately purchasing decisions. So these two things working together can help us get a beautiful picture of the history and make smarter decisions.

So say for example you have an online retailer. They sell mainly chocolate dipped berries. They have done their homework. They saw that most of the keywords people use tend to be something like "gift of chocolate covered strawberries" or "chocolate covered strawberries delivered." And they have done the work to make sure they did their on-page optimization and do many other things too smart by using it.

But they also noticed that packages the day their mother and their gifts graduation do not do so well. They begin to see a lot of elevation changes around this product description page and a cart higher dropout rate than usual.

Now, given the data they had, they could make decisions like, "Well, we'll see if we can do a little more keyword optimization of pages to reflect what is special about graduation gifts and Mother's Day, or maybe we can refine the user. Experience the order process but if they talk to some actual users - what they did, this is a true story - they could learn that people who send food gift items, they worry: is the person I sent the gift, will they be at home when the gift arrives? Because this is a perishable product like berries dipped in chocolate, it will melt?

Now this society, they do a lot of work to protect the berries. The box they come in is super insulated. It's like its own cooler. They really have a lot of content that tells this story. The problem is that the content is buried in the FAQ pages rather than in places it matters most - the product details, the flow of the body.

So you can see how there is a possibility to use the data and interview opportunities together to make better decisions. You can preview this kind for your organization too. Let's talk about some tips that will help you make smarter decisions interview.

So the first is to talk to a range of users that represent your ideal audience. Perhaps, as with this example berries, their ideal customer tends to skew slightly female. You want this group of people, you speak, to skew that way too. Maybe they have a little more disposable income. This should be reflected in the group of people you interview and so on. You get it.

The next is to ask day-in-the-life, open questions. This is very important. If you ask the typical marketing issues such as: "How likely are you to do this or that" or, "Tell me on a scale of 1 to 10 how it was," you will typical marketing responses . What we want is real subtle responses that tell us about the real experience of someone.

I'll ask questions like, "Tell me about the last time you bought a gift of food online? What was that? "We try to get that person to guide us through their journey from the minute they are planning something in the way they vet the solutions to make that purchase decision.

Next is not to influence the answers. You do not want someone polarization response by introducing an idea. So I would not say something like, "Tell me about the last time you bought an online food gift. Were you worried that this would spoil?" Now I put them on a path that maybe they would not have gone on to start. It is best to let the story unfold naturally.


On the road, dig deeper. Discover why, really important. Maybe when you talk to people you realize they enjoy cooking and sharing a food gift to someone who is far away, they can feel closer to them. Maybe they love gifts to reflect the thoughtful way they are or what they taste good. You always want to discover the reasons behind people's actions are.

So do not be too quick to jump to the next question. If you hear something that's a little vague or perhaps you see a point Interestingly, followed with some probes. Ask things like, "Tell me about it," or "Why? What did you like?" etc.

Next, listen more than you talk. You may have 30-45 minutes maximum with each of these interviews. You do not want to waste time by including you in their history. If this happens, it's cool, totally natural. Just find a way to rely on it and put the focus on the person you are interviewing as quickly and naturally as possible.

Note the phrases and words they use. Do they say things like "dipped berries" instead of "strawberries dipped in chocolate?" You want to pay attention to the different ways and expressions they use. Are there regional differences? What types of words they use to describe your product or service or experience? Berries are fun, decadent, luxurious? By learning this kind of language and vocabulary people use, you may copy, meta descriptions, emails that take this into account and reflect this.

Find friction. Thus, in all the experiences that we have, there is always something that is a bit difficult. We want to get to the bottom of it with our users so that we can find ways to reduce this friction point earlier in the trip. So I could ask a question to someone like, "What is the hardest thing about the last time you bought a gift of food"

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If that does not spark a kind of idea with them, I could say something even slightly larger, such as "Tell me about a time when you were really disappointed in a gift you bought or gift food you bought, "and see where it takes them.

Be ready. Great conversations do not happen by accident. Coming up with these questions takes time and preparation. You want to put a lot of thought into them. By asking questions that tell me about the nature of the whole trip, you want to be clear about your priorities. Know what the most important issues for you and know which ones are must have pieces of information. This way you can use your time wisely while you still let the conversation flow where it leads you.

Finally, relax and breathe. The people you interview will only be as relaxed as you are. If you are stiff or too formal or treat it like it's a chore and you're bored, they'll come back to this energy and they are probably not comfortable to share their thoughts with you, or he won 't be a space for that to happen.

Make sure you let them know in advance, like, "Hey, feel free to be honest. These responses will not be shared in a way that can be attributed directly to you, just a cluster. "

And have fun with it. Be really curious and excited about what you learn. They also appreciate.


So once you've kind of finished and you have wrapped these interviews, take a step back. Do not be too concentrated or taken on one of the results. You want to sort of look at the data, the overall qualitative data and let you speak.

What stories are there? Do you see any patterns or themes that you can take notes, much like the theme around people being concerned about the merger of the berries? Then you can organize these findings and make sure you summarize and synthesize a way that people who have to use the knowledge you obtained may make sense.

Make sure you tell true stories and humanize this information. Maybe you recorded interviews, which is always a good idea. You can go back and take small bites or clips of people saying these things really punchy sound and use that when you present the data.